How ESPN’s New Streaming Service Is Shaping Careers and Driving Innovation | S3E1
ON THIS EPISODE OF LIFE AT DISNEY
We’re taking you behind the launch of the highly anticipated new ESPN direct-to-consumer streaming service. Hear from three ESPN employees as they share what they’ve learned along the way and how they contributed to this exciting launch.
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MEET OUR GUESTS
Kynna, Creative Director, ESPN
Transitioning from being a college athlete to her first internship with ESPN in 2008, Kynna worked as a designer and animator for years before shifting into creative oversight. From supporting the NFL Draft to the redesign of the NHL package, she’s left her mark on the visual identity at ESPN. “I have had incredible opportunities to develop my skillsets and be a part of projects that are irreplaceable. For example, leading the ESPYS re-design in 2023 was such an interesting confluence of awards shows and sports – involving new case studies and presenting unique creative avenues. I have learned so much at each stage of my career and am grateful for the areas of growth my leadership and the company as a whole have provided. The work draws you in, but the people are why you stay.”
Rob, Digital Video Producer II, ESPN
Rob’s career with ESPN began as a 90-day temporary hire supporting the 2014 FIFA World Cup and has since developed into over a decade creating video content for the brand, now working directly with the YouTube team across over 20 channels. “ESPN’s unique because we’re leaders and innovators in essentially all we do. Whether it’s acquiring a new sports league, podcast, launching a new YouTube channel or in this case, an innovative direct-to-consumer experience, each day at ESPN truly is one of one. The culture is one where having a strong and consistent work ethic is rewarded consistently.”
Carly, Coordinator, Customer Relationship Management, ESPN
Carly joined the team at ESPN straight out of college. After studying marketing at Lehigh University College of Business and holding various media internships, she was drawn into the intersection of data and creativity.
“I am fascinated with the power of sports. Having grown up in a major sports city (Philadelphia), I have also always been a fan myself. Marketing sports is truly unlike any other industry, and I wanted to be able to tap into the passion that fandom brings out in everyone. Specifically, CRM is the perfect mix of analytical and creative thinking that I was looking for.”
PREPARING FOR LAUNCH DAY
Projects of this scale require collaboration across all areas of the business with late nights, weekends, calls and emails bringing everyone along for each step of the journey. Kynna’s team looked for the best ways to represent each studio show and live event on the platform as they prepared to host all of ESPN in one place.
“It’s an exciting time to be a part of our direct-to-consumer efforts,” said Kynna. “My team is heavily focused on the logic and ‘why’ behind our Artwork User Journey. Asking questions to better understand the nuance and capabilities of each placement only furthers our ability to design towards it.”
In customer relationship management, Carly’s work revolved around launching tailored omni-channel 1:1 messaging journeys working closely with brand marketing and ESPN creative services.
“Executing a new project that’s unlike anything done before will naturally involve a learning curve for everyone involved. It’s essential to consider how the work will be carried out while simultaneously developing the strategic framework.”
Leading into the launch, Rob and the rest of the YouTube team strategized over how to properly promote not just the product but the content on ESPN platforms as well.
“We worked closely with our social, marketing and production teams to ensure we are spreading awareness to ESPN’s direct-to-consumer streaming service,” said Rob. “We drove awareness with consistent promotion of ESPN marketing promotional materials with John Cena, ESPN talent and beyond. Additionally, in each YouTube video, we created a custom end-screen which plays at the conclusion of every video we post, which contained links driving tune-in with a custom graphic.”
ALL OF ESPN. ALL IN ONE PLACE.
In May, Kynna prepped visuals to correspond to new details that would be announced about the platform, requiring all hands-on deck to pull it off smoothly on the morning of Upfronts.
“Being in the room when Jimmy Pitaro announced the upcoming features such as SC For You and the return of Rich Eisen, not to mention all of ESPN all in one place, was a surreal experience. One of those once-in-a-career kind of moments. There are often a lot of small, notable changes along the way, but this was a seismic shift in how our content is both available and consumed.” said Kynna.
Fast forward to Aug. 21, and the months of planning and teamwork came to fruition with a successful launch. “Whether a large or small impact on any launch, it’s always a feat to be proud of,” said Rob. “The countless hours of A/B testing, content creation and meetings that went into it really was endless. Product, tech, production, marketing, content teams and so many more all came together to ensure the launch went off well – truly the Disney difference. And for the YouTube team in this instance, being able to drive awareness to hundreds of millions of unique viewers of our new direct-to-consumer product is a special time.”
“I will never forget launch day,” said Carly who celebrated from New York City. “I was lucky enough to be at the reveal of our wrapped E train. The band, various mascots, and number of ESPN employees there showed the true footprint of this launch. It was beyond rewarding to physically feel the excitement within the subway that day, but also the entire Disney office after.”
Having reached this project milestone, Kynna reflects on how far her team has come from launching on Disney+ last fall, where they were working against the clock to ensure content could go live.
“I have been fortunate to work alongside amazing partners across the business for DTC. This launch is the mark of a true team effort and a culmination of those individuals’ diverse talents. I am especially grateful to my direct team for their willingness to dive into such a complex and rewarding space with a truly inspirational curiosity. The more we learn about our streaming platform, the more respect to be gained for the intentional decisions of the interface. It leads to more questions and further understanding of how we can elevate our creative presence and draw more users in.”
With the launch behind them, the team continues to break new ground every day exploring elevated designs, proposals and an expansive new library of art rooted in connectivity to the ESPN Brand. “We are incredibly excited about the creative opportunities ahead of us,” said Kynna.
WHY ESPN?
“You are the steward of your own success,” said Carly. “Every employee carries the passion of sports within their work. Across every level of the organization, employees are united by a shared commitment to growth and improvement. The culture is welcoming, engaging, and growth oriented. And there is always a healthy amount of sports talk - go Birds!”
“Being able to work at ESPN, I see it every single day across all platforms and mediums the reach we have as a company,” said Rob. “Whether it’s a year of 24 billion views on YouTube, the social team being the leader in their respective platforms, countless rights acquisitions, shows and innovative technologies – having the chance to collaborate with some of the best minds in the business compels me to be better.”
“My time at ESPN has taught me just how important it is to set your own standard of values and look to implement them in the best ways you can,” said Kynna. “Acknowledging others and adapting is a large part of that. It’s not just about the product, result, or launch; it’s about the journey we take to get there. And the people we impact along the way.”
Like what you heard? Subscribe to the Life at Disney podcast to hear from the storytellers, dreamers and doers who are building their careers and making an impact across The Walt Disney Company. Visit ESPNCareers.com to explore opportunities at ESPN.
